Service Marketing - Chapter 12 Flashcards
Give 3 examples of the types of services in function of the involvement of the customer
Highly involved : Medical Diagnosis
Moderate involving of the customer : Haircut/Tax advice
Little involved : Postcard
How customers widen the service performance gap ?
5 ways the customers widen the service performance gap :
1) Lack of understanding of their roles
2) Not being willing…
Give 4 ways other customers can detract from satisfaction or enhance satisfaction.
Other customers can detract from satisfaction :
- Disruptive behaviors
- Overly demanding behaviors
Other customers can enhance satisfaction:
- Increase presence
- Socialization/friendships
What is SST ?
SST = Self Service Technologies
Ex: Internet Banking, Scan your groceries yourself, Internet shopping, Airline check-in, ATMs, Distance education
What are the 3 questions you have to ask to understand customer readiness for SSTs ?
1) What is in it for me ? - Personal motivation
2) Do I have the ability to use this self service technology ? - Ability
3) Do I understand what I am supposed to do ? - Role clarity
What are the decisions before introducing SSTs ?
1) What are the benefits to customers of producing the service on their own through the SST ? Do they know and understand these benefits ?
2) How can customers be motivated to try the SST ? (Clear guidance by a film, a direct chat online)
What is internal exchange ?
Is when I do something by myself
What is external exchange ?
Is when I do something by demanding to someone
On what 7 things do external/internal decision is based on ?
1) Expertise capacity
2) Resources capacity
3) Time capacity
4) Economic rewards
5) Psychic rewards
6) Trust
7) Control
What are the 3 things which influences effective customer participation ?
1) Define customer’s roles
2) Recruit, educate and reward customers
3) Manage the customer mix
